Hermes

Jul 2026

The latest campaign for Hermes, titled Astonishing Orange, serves as a masterclass in modern luxury fashion house storytelling by bridging the gap between high-concept editorial aesthetics and raw urban grit. Through a sophisticated live-action technique, the project weaves together disparate threads of movement and mystery, juxtaposing the elegance of a woman in a belted coat against the rugged, enigmatic presence of a horse guided through thick, atmospheric smoke. This editorial vision relies heavily on cinematic framing and high-contrast lighting to elevate the tactile quality of the garments, making every stitch and textile texture feel deliberate and vital. The work moves beyond traditional catalog presentation, utilizing slow motion to linger on the rhythmic cadence of the subjects, effectively transforming the urban landscape into a curated runway. William McVay lends his expertise in post-production and visual effects to ensure that the transition between neutral stone settings and the hazy, dreamlike city scenes remains seamless. By eschewing typical fashion tropes in favor of a moody, narrative-driven structure, the film carves out a distinct identity that feels both timeless and boundary-pushing. The resulting imagery is not merely an exhibition of seasonal attire but a calculated exercise in mood and composition that captures the sophisticated, elusive spirit intrinsic to the heritage of the Hermes brand.

Editorial, Cinematic

Live-action Technique, Slow motion

Luxury Fashion Houses, Fashion